A majority of Japanese video game developers, specifically 51%, are utilizing generative artificial intelligence in their work

According to research by the Computer Entertainment Supplier's Association (CESA), more than half of Japanese gaming developers are incorporating generative AI into their processes. This study, highlighted by The Nikkei, surveyed 54 Japanese firms between June and July 2025, revealing that 51% utilize this technology. These developers primarily employ AI to create visual components, including character art and images, as well as for developing narratives and in-game dialogue. Additionally, AI supports programming tasks.

The findings also showed that 32% of those surveyed use AI in the creation of proprietary game development engines. The survey sample included prominent companies like Capcom, Konami, Square Enix, FromSoftware, and Sega, alongside smaller independent developers.

However, not all companies are rushing to embrace AI. Nintendo recently expressed that, while acknowledging the potential of generative AI for innovation, their aim is to offer unique value unaffected by technology alone.

The complete analysis of AI usage among Japanese game developers by CESA is anticipated by the year's end. In related discussions, Embracer's CEO, Phil Rogers, advocated for a thoughtful approach to AI implementation, emphasizing ethical and sustainable practices. Similarly, Testronic's chief Sharon Baylay-Bell noted that "AI acts as an accelerant rather than a comprehensive solution," as reported by GamesIndustry.biz.